A/B Testing Idea #199 - Remove exit points from checkout page

Tactic_Remove exit points from checkout page


Studies have shown that if you remove any distractions when people are purchasing something, they are more likely to complete the purchase.

Removing all distractions from your checkout pages will allow users to focus on the main goal of the page. It is best to reduce the number of superficial elements, for example removing the search bar, the category bar, or any irrelevant call-to-action. This will encourage users to focus on continuing their checkout and proceeding to their purchase.

Inspired by Nick Kolenda 


  • Split-attention Effect (Tarmizi & Sweller, 1988)
  • Intention and Self-regulation (Gollwitzer, 1993-1999)

The Research

Split-attention Effect

The Split-attention Effect is the way in which human cognitive processing isn’t as receptive to information that is presented separately as when it is combined into one easily digestible format.

Intention and Self-regulation

Setting a very precise intention regarding how you are going to reach a certain goal can double or even triple your chances of reaching it.

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